Returning to the “New Normal:” What this Means for Movie Theatre Experiences

Written by Emily Chian

Photo by ballardinix on Pixabay 

It is no doubt that the financial crisis has hit all industries, including the arts. Billions of dollars in box office revenue have been lost, and the arts and entertainment industry has slowed since the halt in March. The domestic box office predicts they will likely perform at their lowest since 1996. Creative occupations including film producers, actors, and musicians rely on audiences to operate and thrive. Movie theatres in Nova Scotia re-opened on July 3, a welcome opportunity to reawaken one of the hardest-hit industries.

As the province’s regulations are becoming less restrictive it is great to get out and finally see your gang again. Businesses are finally open and introducing the “new normal”.  This means stores are providing hand sanitizer upon entrance, encouraging the use of face masks, and restricting the number of people allowed in at once.  

Reopening movie theatres during an ongoing pandemic means things are going to be a little different. What does this mean for movie-goers? What I am about to tell you will help get an idea of what is going on.

The Crowds and Social Distancing

One thing people may worry about when they return to the theatre are the crowds. Kevin Coombs, a professor of microbiology at the University of Manitoba, says that the longer people are together in an enclosed room, the more likely a virus can spread in the air.  People may be wary of going into theatres and possibly risking getting sick. There is, especially, a degree of concern and uneasiness when seeing others sitting close to one another and people pouring in and out of the venues. Going to the movies is a fun occasion, but an added element of caution can dramatically change the way we enjoy them. 

Social distancing protocols can protect us, but seeing everything in the “new normal” can affect our movie experience. You might still feel anxious any time you hear a cough, and you have to consider who you’ll take to the movies with you especially if you are coming with older people who are more prone to COVID-19.  Even if the curve is finally flattening, the stress of COVID-19  may still cause people some distress.

How Blockbuster Films are Coping

At the beginning of the pandemic, Cineplex closed 165 of its theatres in Canada. As a result, many new movie releases were made available for streaming on paid platforms. However, not all new releases were made immediately available. In fact, many movies have pushed their opening dates back a few months – and some even into next year. For example, Warner Bros’ Tenet – a spy film directed by Christopher Nolan – moved its release date from July 17 to July 31, 2020, and Wonder Woman 1984, which was set to play in August, has been pushed to October. Emma, directed by Autumn de Wilde, had a short theatrical release in February, and by March 20, viewers were able to buy its digital release on Youtube, Google Play, or Amazon Prime. 

Photo by Markus Distelrath on Pixabay

Drive-In Theatres  

There are also alternative ways to get out and watch movies. Drive-in theatres have made a comeback in rural communities in Canada. In Eastern Ontario, drive-in theatres opened to the public in June. The audio is played over the radio to encourage people to stay inside their vehicles and occupancy spaces have been cut by half. Concession stands provide limited food items and the theatres hope of bringing back car-hops where staff can bring food and drinks to customers through online ordering.  

What People Say

In the US, American Multi-Cinema (AMC) theatres expressed their decision to make face masks mandatory. Many American theatres followed suit to make it a requirement since they are now a government regulation. However, in Canada, theatres allow individuals the choice of whether or not to wear face masks. 

A survey prepared by the National Arts Centre in May reported that 26% of survey participants said they were eager to visit indoor cultural activities immediately, and 38% said they would wait for  about five months before attending indoor events. Another 35% were not sure, and 1% said they wouldn’t return to indoor cultural activities unless a vaccine for the virus is found. 

Further, Variety Magazine surveyed 1000 Americans and found that 70% of participants stated they were most likely to just watch new movies from home. Only 13% of participants said they would go to the theatre, while the remaining 17% are not sure. 

Would you be willing to go out to the movie theatre? There are many things to consider before purchasing your movie ticket so make sure you make the best decision for yourself.

Remember that if you have any of the symptoms listed by the Nova Scotia Health Authority, stay at home. Also, be respectful of others’ space when you are outside. If you want to play it safe, buy the film on demand (Netflix, Amazon Prime, Youtube, Apple TV). This way you can support the film industry while still being aware of the pandemic precautions.